M-commerce in emerging markets: the effect of quality on consumer loyalty
DOI:
https://doi.org/10.53946/rmrreview.v4i1.45Palabras clave:
M-commerce, Quality of mobile services, MS-SQ scaleResumen
Objetivo: Examinar o efeito da qualidade dos serviços do m-commerce na satisfação e lealdade na consumidores. Além disso, analisaram-se as propriedades psicométricas da escala MS-SQ (mobile shopping service quality) em um país emergente, tropicalizando o instrumento para esse contexto.
Metodologia: Foi realizada uma survey (n=110), cujos dados foram analisados por meio de Modelagem de Equações Estruturais (MEE).
Originalidade: Este estudo apesar de replicar a escala de mensuração da qualidade percebida de serviços mobile, é o único a testar estas medidas em um país emergente (Brasil).
Principais resultados: Os resultados deste estudo confirmam as quatro dimensões da MS-SQ (eficiência, realização, capacidade de resposta e contato). Além disso, confirmou-se o efeito da qualidade dos serviços de compras móveis na satisfação e lealdade dos consumidores.
Contribuições teóricas: Este estudo traz, na escala traduzida para o português e aplicada no Brasil, uma ferramenta gerencial eficaz para que o operador mensure cada um dos itens que a compõem, como um termômetro para a lealdade do consumidor.
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